Thursday, June 16, 2011
Let the Research Begin
In 2009, a News Generation survey of 50 radio newsrooms in the top 50-markets found that only 45 percent of the respondents use Facebook and Twitter, and the use of the social media was primarily to offer the stations’ technologically savvy audiences an extension of conventional radio and provide another broadcast platform. At that time, only 30 percent of respondents believed that keeping pace with technology and using social media would build listenership loyalty. Fifty-six percent of reporters in radio newsrooms said they relied on social media for story leads from “citizen journalists” and 34 percent said social media could also provide possible sources of information.
Two years later, one can only guess how much these numbers have changed. I plan on asking these same questions to the same stations that were surveyed two years ago and compare the results, plus track some new trends on the horizon. Very much like I couldn’t last a day without my Facebook account, nowadays I believe it is vital for radio stations to have an online and social media presence. And what better place to market your station than free, easy-to-use sites like Facebook and Twitter?
I am hoping to find out the inner workings of radio station’s social media use, but I would also like to open the door to questions. What you want to know from radio stations and radio news reporters? Let me know and it might just help me get an “A” on my paper. Stay tuned…